P. K. Kannan and Xian Gu
We focus on how technological developments impact the outcomes of customer centricity. While the adoption of technologies such as online, mobile, analytics and AI enables a firm to become more customer-centric in their strategies and increase customer loyalty and customer lifetime value, the adoption of such technologies is also leading to some unintended consequences. We highlight such cases and explore why the conventional wisdom that adopting new technologies will always lead to the positive impact of customer centricity can be misplaced. We use cases and examples to support our arguments. In some cases, technology leads to customer promiscuity limiting any advantage that a customer centric strategy can generate. Finally, we outline some specifics on how firms can avoid the pitfalls of using technology in their quest to be more customer centric.